TONO is launching four new information campaigns today. Three of them will recruit new customers, and one will recruit new members.
/ 01/09/2021 / Kristian DugstadIf you're starting a pub, you may know that you need a liquor license to serve alcohol. However, not everyone is aware that they also need permission from the music creators to play music in the venue.
– We know that 7 out of 10 Norwegians know about TONO, up from 5 out of 10 in 2015. We are on the right track, but we will do even more to increase awareness and knowledge about TONO. Companies that use music must have a TONO agreement anyway, and then we do them a favor by reaching them with good information. If we manage to get more companies to contact TONO on their own initiative rather than us having to go out and find them, we will also save a lot of time, energy and resources on that, says TONO's communications manager, Willy Martinsen.
The campaign is initially aimed at concert organizers, online concert organizers and businesses that use background music, such as cafes and pubs.
For each of these three, a landing page where the most basic things about TONO are explained – with a simple method for establishing a TONO agreement.
To direct relevant people to these pages, keyword-based ads on Google are used, among other things. TONO ads will appear when users make searches that are relevant to a TONO context. This may involve people seeking information to establish, for example, restaurants or to arrange concerts or online concerts.
You can visit the four landing pages here:
All the world's music in your customer room
Remember tono when arranging a concert
As a TONO member, you earn money from your music
You must remember this when organizing an online concert.
– It is important to remind concert organizers both in the real world and online that the artist fee never covers «"songwriter's fee", you pay for it through TONO. We also remind you that TONO makes clearing performance rights easy by not having to contact each individual author they want to use the rights to – you get permission to use the entire world repertoire in one place, and that is TONO, says Martinsen.
After targeted efforts to recruit members over many years, the number joining TONO has stabilized at approximately 1600 new members per year.
– It is important for TONO to reach out to everyone who is starting to compose music and write lyrics in Norway with the message that they can earn money from performing their music if they join TONO. We convey this message almost continuously in various ways, and using something as basic as targeted information for relevant online searches is a supplement to other ways we communicate and address young music creators, says Martinsen.